Comparing Apples and Oranges? Understanding Discrepancies Between Adwords and Analytics

by Daniela Araujo

Introduction

Careful analysis of online campaign performance data is an integral part of the PPC Account Manager’s daily routine. This includes tracking the effects of changes to the account, monitoring of long-term trends, and recognition of anomalies in data which warrant investigation. During this process, it is common to discover discrepancies in the data reported by Google Adwords and Google Analytics. Such discoveries can be unsettling to Account Managers, especially since both reporting systems are Google products. In this article, I explain some possible causes for these discrepancies.

Learn More:  Part I – Tracking Visitors versus Clicks